Consumer Behavior

2. Literature Review

2.1 Motives for clothing purchase

Motivation has been widely accepted as a theoretical foundation to understand consumer behavior (Childers et al., 2001). Schiffman and Kanuk (2007) define motivation as the driving force within individuals that impels them to action. Solomon (2006) emphasizes motivation as processes that lead people to behave as they do. For example, an adolescent with a need of social approval may buy clothing similar to what others are wearing and use his or her clothing to gain confirmation. An adolescent with a recognition motive may wear unusual clothing to differentiate him or herself from others to attract attention. Solomon (2006) indicates that the specific path a person chooses to satisfy his or her need is influenced by his or her unique set of experiences and by the values of the culture in which the person has been raised.

A few early studies have examined adolescents’ motives behind the clothes they purchase and wear. A study of adolescent females by Brittain (1963) also showed that girls wanted to exhibit the same taste with their peers in clothing and tended to favor peer-suggested items. Such tendency to use peer references for evaluating brands/stores and purchasing products can be explained by social motivations to enhance an adolescent’s sense of belonging and create favorable images among their friends, thereby helping them to form desirable social identities (Mangleburg et al., 2004). A study conducted by Evans (1964) consistently showed the importance of social approval in US high school adolescents’ clothing motives; however, recognition was found to be the top clothing motive. Adolescents who had a strong recognition motive relied on flattering garments, new and different styles, and expensive garments to gain recognition. Adolescents who were predominantly motivated by the desire to conform to their peers usually chose styles approved by their friends and wore garments as expensive as those worn...